Charities suffering donor apathy
As research reveals even regular donors feel little emotional connection, charities need to find an integrated approach to communications that inspires supporters to become advocates.
Profile: Lynda Thomas and Hilary Cross, Macmillan
Lucy TesserasWhy the cancer charity must spend on marketing to make a difference.
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Charities have ‘only themselves to blame’ as public backs tighter fundraising regulation
Sarah VizardMore than two-thirds of the British public thinks charity fundraising should be more tightly regulated even if it means they raise less money, according to new research, following a year of criticism over some fundraising practices.
How Cancer Research UK is bringing together direct response and brand marketing
Sarah VizardCancer Research UK has launched a new ad that it says marks the start of a new way of communicating with the public, rather than just acting as a one-off campaign. Its marketing boss Anthony Newman talks through the strategic thinking behind it and why his team wanted to take a risk with the new creative.
Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
EA Sports on ditching FIFA and having to rebrand its most popular game
Josh StephensonEA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
The best way to get buy-in for investment? Remove every reason to say no
Jon EvansFor those facing tricky budget negotiations or trying to get innovation green-lit there’s no silver bullet to success, but there is plenty you can do to maximise the chance of sign-off.
Asos’s sales down as drag from promotional marketing continues
Chris SutcliffeThe online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.